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All Journal Journal of Language, Literature, Translation Studies and Pedagogy
Davina Shafa Felisya
Politeknik Negeri Malang

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Persuasive Techniques in ASICS and Saucony Video Advertisements Davina Shafa Felisya; Putri Sekarsari
Jurnal Transkomunika untuk Bahasa, Sastra, dan Penerjemahan Vol 1 No 2 (2026)
Publisher : CV Transkomunika Kencana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65866/lltsp.v1i2.13

Abstract

This study analyzes verbal and non-verbal persuasive techniques in ASICS and Saucony running-shoe video advertisements. Using a qualitative case study design, the research examined eight videos from the brands' official YouTube channels. Verbal data consisted of narration, dialogue, slogans, and on-screen text; non-verbal data covered body movement, appearance, voice, touch, space, and environment. The analysis applied Lamb's framework for verbal persuasive techniques and Adler et al.'s framework for non-verbal communication, supported by a questionnaire from 28 respondents. The findings show that ASICS used 64 verbal and 36 non-verbal techniques, while Saucony used 73 verbal and 26 non-verbal techniques. ASICS emphasized performance, repetition, connotation, and body movement. Saucony emphasized inclusive language, imagery, emotional narrative, and community identity. These findings show that persuasive sports advertising works best when product information, movement, and emotional connection operate together.
Co-Authors Putri Sekarsari